Plus EV Blog

For years, the Philippine casino industry had been sustained by its large domestic market. Recently, Philippine casinos are enjoying the VIP market coming from abroad. The recent crackdown on Macau casinos brought more Chinese customers into the growing Philippine casino industry.

Best Gambling Destination in Asia

Macau had been the ultimate gambling destination for many Southeast Asian players. It earned $45.27 billion in 2013.

However, the Chinese government had imposed restrictions on Macau. Chinese high rollers are looking for more stable venues.

There is an increase of Chinese gamblers fleeing Macau. VIPs are frequenting casinos in neighboring countries.

The Philippines is seen as one of the favorable alternatives. Many developers look at the Philippine casino industry as a “boom” market.

Philippine Casino Industry

The improving economy is one of the many reasons why investors are coming to the Philippines. Foreign investment is clearly seeing new infrastructure.

Casinos are central to the Philippine government’s aim to boost tourism and the economy. One of the big Philippine resort casinos earned $1.2 billion.

The Philippine Amusement and Gaming Corp (Pagcor) said that gross gaming revenues rose by a tenth to $2.2 billion in 2013.

The Philippines relies on Chinese VIPs for approximately 30 percent of its gaming revenues. Many new casinos are opening in Manila and Cebu.

Attracting International Players

There is an intensification of efforts to attract more high-rollers. Infrastructures are only the beginning.

Celebrity endorsements are also used. Robert de Niro, Leonardo di Caprio and Martin Scorsese are endorsing one of the biggest casinos in the Philippines.

Although geopolitics have countered the current efforts, aggressive marketing campaigns aim to attract more Chinese VIPs.

Developing new markets is important for casino companies. Chinese customers form a huge bulk of expected visitors.

Localization is important to attract more Chinese players. It allows better connection with the target audience.

Marketing materials in Chinese makes international players understand the brand and business. Signages and having local texts such as restaurant menus translated to Chinese is also important to reach out to customers.